Just a tiny taste of your favourite tipple can excite the brain and increase the urge to drink, even without any effect of alcohol - according to a study on 49 men.
The taste triggered the release of the brain's reward chemical, dopamine.
The results of the study, published in the journal Neuropsychopharmacology, showed a greater effect in people with a family history of alcoholism.
Experts said the family link was "surprising".
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